The
gaming company Nintendo,
the makers of Wii,
hope to draw a little “old hip” action in a brand new way. The
innovative company had targeted the Wii to kids in
the past and while some studies suggested that the popular game
console had little impact on family fitness, the company has begun
a new
Wii Fit Plus campaign aimed at appealing to consumers age 50
and older.

The
new advertising campaign features 65-year-old actress Helen Mirren
using the motion-controlled system.

The company
insisted on the Oscar winner for the upcoming campaign because they
believe her glamorous
look and svelte figure will attract over-50s to the game.
The game sets individual weight loss goals, provides BMI and
exercise options like yoga and aerobics.

"Nintendo
insisted they wanted Helen and no one else. They wanted an older,
more attractive woman to show that the Wii isn't just for
children," an unidentified friend of Mirren said.

Mirren
was paid £500,000
($800,000 USD) to appear in the two-day commercial shoot.
"You need never get bored as every day you can tailor a new
workout," Mirren says in the commercial.